Position LIWA Village as a must-visit cultural destination by crafting a compelling brand narrative that blends local heritage with modern attractions, driving awareness, engaging strategic partners and sponsors, and attracting 50,000 visitors through targeted marketing efforts in year 1 and 70,000 in year 2.

LIWA Village, the exciting new extension of the LIWA MUREEB DUNE Festival, was designed to offer a vibrant mix of food, beverage, retail, and entertainment. 


We developed a dynamic 360 marketing campaign over three months, featuring a multifaceted approach. This included crafting a compelling website, partnering with influencers, deploying striking billboards, creating engaging radio ads, and utilizing eye-catching taxi wraps. Our strategy also encompassed a creative social media presence. To amplify our efforts, we forged an exciting collaboration with Fast & Furious movie charity “fuel fest” and spotlighted the Ludacris concert, seamlessly integrating these high-profile elements to enhance visibility and generate significant buzz for LIWA Village. 


The event showcased a diverse range of brands, including A Friend of Mine, Aytamos, Benefit, Carter & White, Elevnsh, Izel, Michael Kors, Offend, Salt, and Tryano, further enriching the experience and attracting substantial attention.

In 2022, LIWA Village drew 75,000 visitors over a three-week period, featuring over 25 culinary and retail brands and 40 prominent influencers. The extensive marketing campaign, utilizing digital and print media, billboards, radio, and social media, achieved a PR value of AED 16 million and a reach of 25 million.


The 2023 edition of the event marked a significant leap in success, with attendance rising to 109,484. This year, it expanded to include over 178 culinary and retail partners and continued to engage 40 top influencers from the region. The marketing efforts for 2023 generated a substantial PR reach of 87 million and a total social media reach of 10.2 million, with a PR value of AED 7,996,809. Online engagement saw a boost, with the website receiving 61,141 page views and 15,735 total traffic driven from social media. Social media activity included 146 posts and 530 meta stories, leading to a total reach of 10,200,000 and 112,900,000 impressions, along with 367,000 clicks. The PR campaign produced 216 pieces of coverage, generating 446,000 engagements. Influencers made a significant impact with 568 posts, amassing 36,930,000 total views and 354,000 engagements. The overall advertising effort included 663 ad faces.